Stephen "Ragga" Marley, a Grammy-winning reggae artist who was nine when his father died from cancer in 1981, called the new company family "destiny." "As a people, as a culture in Jamaica, as a Rastaman, herb is such a big part of our life. It's a sacrament to us," Marley, 43, told Rolling Stone. "People are getting educated about this plant — not just a get-high thing, but what the plant is, was and what it has to offer as a plant. That is the greatest thing: People are getting educated and make their own decisions."